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Amazon-owned Quidsi is relaunching its eco products destination Vine.com under a new name today, VineMarket.com, and shifting its focus beyond just “green” products and healthy foods, to also serve as a top shopping destination for roughly 15 million Americans suffering from food allergies, or those who have other restricted diets.

First launched back in 2012, Vine was originally a destination for health foods and organic fare, as well as health-focused products like vitamins and even household cleaners that didn’t include the harsher chemicals found in traditional products. And while the site did somewhat cater to those with specific dietary requirements – for example, it offered a “peanut-free” selection of goods – the new site has been redesigned specifically to allow shoppers to find and filter allergen-free products, that are not just peanut-free, but also dairy-free, tree nut-free, soy-free, gluten-free and more.

Other sections cater to those with special diets, like kosher, vegan, or organic. The site also offers a set of guidelines to help them shop, which explain how product meet the company’s natural or organic criteria. In addition, none of VineMarket’s inventory will include specific Banned Ingredients, the company explains, meaning those with high fructose corn syrups, bleached or bromated flour, artificial fats, trans fats, artificial colors, artificial flavors, artificial sweeteners and preservatives; and more than 20 chemicals, heavy metals, animal byproducts, phthalates and parabens.

According to David Zhang, Vice President of Retail at Quidsi and head of VineMarket.com, the idea for the site’s revamp came from two Quidsi team members, Rachel and Melanie (who were not identified by last name). They both have food allergies and wanted “an easier, less complicated way to shop for groceries that meet their requirements,” Zhang says. But currently, shopping for specific allergen-free or healthy products at grocery stores can be difficult, and often involves careful label-reading. VineMarket.com instead lets users filter the inventory in just a few clicks.

Meanwhile, like the other Quidsi sites including Diapers.com, Soap.com, Wag.com, Casa.com, and more, VineMarket.com customers will continue to have access to a shared shopping cart across all Quidsi properties, and free 1-2 day shipping on orders of $49.00 or more.

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OverviewQuidsi is one of the world's fastest growing e-commerce companies and parent of Diapers.com (baby care), Soap.com (household essentials) and BeautyBar.com (prestige beauty). The company's mission is to make life easier by creating a new type of e-commerce experience, delivering in 1-2 days, and providing incredible customer service. Quidsi is redefining e-commerce by combining the focus and …